You have a new champion. A stimulus
package. And more to come!
Reduce dependence on foreign oil
$15 billion in clean tech initiatives
“Our survival depends on finding new sources of
energy” (Address to Congress, Tuesday Feb 24)
Solar, wind, biofuels, storage, smart grid, fuel cells--
“Answers are in..our laboratories and..the
imaginations of our entrepreneurs.”..
Reduce greenhouse gases
Clean energy economy: funding, green jobs
Cleantech is the place to be today.
But, to reap the rewards you need to:
Build a brand
Align yourself with the big picture vision
Define the roadblock you remove
Demonstrate a good business case
Show a clear benefit for each audience
Keep it simple
Your brand = the sum of experiences
at every point of contact.
You have a brand whether you know it or not.
Take control and make it work for you.
“What X stands
A brand is both facts and feelings.
Pain relieved? Credible?
Why is it better? Market savvy?
Market traction? Cutting edge?
$ Potential? Am I in love?
The Reality-Based branding and
Customer POV by segment
Greatest pain / greatest opportunity
Change: drivers & barriers
Why choose you
What do they say they do?
What do they really do?
Who knows this?
Be sure you’re different
Monitor competitive sites
Your value proposition.
Simple and clear
One brand/target segments
How should you define and express
your brand personality?
Align yourself with the big picture
vision and be specific about the
roadblock you remove.
Early Stage Branding: the key
A branding strategy
Clear market-focused value
proposition for each target
Professional startup package
(not home-made) Brochure
See http://www.reality2.com/early_stage_branding.html 27